tns mobile life 2013 - strategie mobile per la crescita del business

Mobile Life 2013 | An introduction to the study

©TNS

Contents

1The Mobile Life Proposition 03

22Market coverage 14

3Some insights from 2013 17

4Offer, Deliverables & Costs 29

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The Mobile Life Proposition

1

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The mobile phone has permeated every aspect of our reality. It’s always with us, always on. It’s become essential for our lives

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The mobile is a personal device. We make our phone our own and develop our unique mobile circle of trust

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If a brand is invited into in this mobile circle of trust, huge benefits are available

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The mobile is also impacting the path to purchase, giving consumers greater power and revolutionizing the in-store experience

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Many marketers are already beginning to realise the impact that mobile has in delivering better communications with consumers

“We have seen how you can use mobile mechanics to empower our above the line media...

“Mobile: the enabler of our comms model”

Mobile has helped turn brand advertising into brand experiences

“We have seen how you can use mobile mechanics to empower our above the line media...

...and can actually be a true story-telling device and channel”

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Jay AltschulerUnilever’s director of global media innovation

Speaking at IAB Mobile Engage in London, May 2012

In one year, Unilever has created 13 mobile iAds across 11 brands in six countries

Mobile has become an integral part of consumers’ lives and a necessary tool for businesses’ communication, media and advertising strategies. TNS recognizes these developments and strives to provides valuable insights into the category at both a global and local level through Mobile Life

Study Positioning

Mobile Life is a strategic tool to inform marketing and communication decisions, partnership investments, and aid with product development – it assists in:

- Understanding the role of Mobile in consumers’ lives – what Mobile functionalities and services are demanded to meet the changing needs and behaviors of today

- Examining the evolving device ecosystem – how are consumers using desktops, laptops, smartphone and tablets together; and what is the future of each of these categories

- Providing consumer feedback on cutting-edge Mobile developments such as Mobile Payments, QR codes and location-based features to assist in product development and communication

- Exploring the brand interplay present in the constantly changing Mobile category – allowing

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- Exploring the brand interplay present in the constantly changing Mobile category – allowing for more informed partnership decisions

- Understanding the potential of Mobile in marketing & communications strategies

- Empowering businesses with the information necessary to develop an effective Mobile strategy

What’s New in 2013?

Share of time spent across five devices for digital activities

In-depth look at mobile path to purchase activities at a category level, as well as showrooming behaviour

New Conversion Model analysis for handset, network, OS and content

Device ecosystem

Mobile path to purchase

Brand New Conversion Model analysis for handset, network, OS and content brands

Drill downs into location-based services, social networking, instant messaging

Brand relationships

Innovative mobile services

Mobile finance

Mobile data usage

Mobile attitudes

Continued examination of mobile banking and mobile wallet usage, as well as triggers and barriers

Investigation of WiFi vs. mobile network data usage

A deeper look at user attitudes towards their mobile phones, data usage, and app usage

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Mobile attitudes

Mobile Behave linkage

usage, and app usage

Combined data set linkage with Mobile Behave data in select markets

Kick-off webinar

Target market linkage

The inclusion of category usage questions for 25 products – enabling better identification of the client’s target market

MOBILE COMMUNICATION | Mobile ownership and usage

Phone(s) owned, classification of business / personal user

DEVICE INTERPLAY | Technology device ownership / usage & role of mobile

Technology devices owned & purchase intention, ecosystem modelling, and purchase drivers

Study Content – What’s Included in 2013?

Technology devices owned & purchase intention, ecosystem modelling, and purchase drivers

Interplay of mobile, smartphone, tablet, Smart TV, laptop/notebook & PC – activity-based device usage

Investigation into tablets – brand, purchase drivers, activity usage, usage occasions

MOBILE ENVIRONMENT | Handset share, replacement, brand and operating system

Handset brand & form-factor, smartphone / advanced feature phone ownership

Price paid and intended for handset, replacement cycle of phone, change in mobile usage over time

Current network provider / carrier, payment plan & data package used;

Commitment to brands – targeting of ‘open’ consumers, OS used & loyalty – intended OS & key drivers

MOBILE USAGE | How consumers use their mobile devices

Current usage and latent demand for a range of current and progressive features & services

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Current usage and latent demand for a range of current and progressive features & services

Usage of WiFi services and the impact on mobile data usage, attitudes towards mobile data adoption

Usage of instant messaging brands, drivers for IM adoption, impact on SMS/text messaging

Social networking – activities carried out, types of LBS features used / reason for using

Drivers for application download, general attitudes towards applications

M-COMMERCE | Role of mobile finance

Current usage and interest in mobile finance activities

Drivers & barriers to mobile wallet

Drivers & barriers to mobile banking

Study Content – What’s Included in 2013?

Drivers & barriers to mobile banking

MOBILE PATH TO PURCHASE | The role of the mobile in online research & shopping

Current usage of mobile based product research/purchase activities for four key consumer categories

Overall interest in research activities

Overall usage of mobile based research/purchasing for key consumer categories

Interest in innovative mobile retail solutions

Detailed usage of mobile for automotive research

Use of the mobile phone for ‘showrooming’ (viewing the product in-store but then purchasing elsewhere)

PROFILING | Demographic information

General product category purchasing

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General product category purchasing

Household income, level of education, marital status, household composition

Age, gender, location / region within country, employment status & job level, local market social class questions (in certainmarkets)

- Mobile Behave | A 360 Degree Perspective on Consumers

Mobile Behave uses smartphones to open a window into peoples’ daily life, using passive on-device

Connection with Mobile Behave

Mobile Behave uses smartphones to open a window into peoples’ daily life, using passive on-device

measurement and on-the-spot interaction to interpret consumer behaviour and mobile

consumption 24/7

- Mobile Behave data from some countries are included in Mobile Life reporting, where complementaryThis will allow:- Deeper understanding of consumers’ usage of phone features and applications

- Insight into consumer ‘actual’ behaviour, and how this relates to ‘reported’ behaviour

- Although Mobile Behave will be integrated where relevant in Mobile Life reporting and presentations,

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- Although Mobile Behave will be integrated where relevant in Mobile Life reporting and presentations, access to the full Mobile Behave database will only be available to paying subscribers of the study.

Market Coverage

2

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North America

CanadaUSA

Latin America

Europe

Czech RepublicFinlandFranceGermany

Asia and Middle-East

ChinaHong KongIndiaIndonesia

Mobile Life is based on conversations in 43 countries, designed to capture the entire population of mobile users in each market

Latin America ArgentinaBrazilMexico

Africa CameroonEgyptGhanaKenyaNigeriaSenegalSouth Africa

Australasia

GermanyItalyNetherlandsNorwayPolandPortugalRussiaSlovakiaSpainSwedenUK

IndonesiaJapanMalaysiaPhilippinesSaudi ArabiaSingaporeSouth KoreaTaiwanThailandTurkeyUAEVietnam

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Australasia AustraliaNew Zealand

Representative across 16-60 yr olds; both mobile phone owners and non-owners; boosted sample in key markets

Country Sample Methodology

Argentina 479 Web CLT

Australia 996 Online

Brazil 1000 Web CLT

Cameroon 642 F2F CAPI

Canada 983 Online

Country Sample Methodology

New Zealand 497 Online

Nigeria 1596 F2F PAPI

Norway 625 Online

Philippines 491 F2F PAPI

Poland 977 F2F CAPICanada 983 Online

China 3159 F2F PAPI

Czech Republic 992 Online

Egypt 1020 F2F CAPI

Finland 500 Online

France 1001 Online

Germany 997 Online

Ghana 545 F2F CAPI

Hong Kong 502 Online

India 2980 F2F PAPI

Indonesia 1500 F2F PAPI

Italy 996 Online

Japan 500 Online

Kenya 741 F2F CAPI

Poland 977 F2F CAPI

Portugal 500 F2F CAPI

Russia 1003 Web CLT

Saudi Arabia 513 F2F CAPI

Senegal 507 F2F PAPI

Singapore 501 Online

Slovakia 505 Online

South Africa 1002 F2F PAPI

Spain 498 Online

Sweden 593 Online

Taiwan 502 Online

Thailand 1000 F2F PAPI

Turkey 776 F2F CAPI

UAE 512 F2F CAPI

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Korea 1026 Online

Malaysia 500 Online

Mexico 753 Web CLT

Netherlands 796 Online

Increased sample in 2013!

UAE 512 F2F CAPI

UK 497 Online

USA 1497 Online

Vietnam 500 F2F PAPI

Some insights from 2013

3

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“My mobile is my most important piece of technology” – Italy

In Italy, mobile’s importance as a tech device is lower than the Global average; mobile plays an important part in younger people aged under 30 years old and women

54

3832

2737

4338 35

28 24

23

35 38 4234

27 3137

42 46

%

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Agree Disagree

Global Europe Italy Male Female 16-21 22-30 31-40 41-50 51-60

18

B20. Attitudes towards mobile phones

Base: Mobile users – Global 35286 | Europe 11095 | Italy 993 | Male 498 | Female 495 | 16-21 112 | 22-30 168 | 31-40 241 | 41-50 265 | 51-60 207

Local Report 2013 - Italy

As the price of smartphones has plunged below the price consumers are willing to pay for phones in Italy, smartphone ownership will probably continue to expand

700

Price willing to pay vs. average smartphone price – Italy (USD $)

Price of HTC Desire

Price of

288

0

100

200

300

400

500

600

2007 2008 2009 2010 2011 2012 2013

Price of original iPhone

Price of Blackberry

Torch

80

Price ofHuawei handset

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2007 2008 2009 2010 2011 2012 2013

Price all mobile owners are willing to pay in 2013

Price of a smartphone over time (global)

C14. Price willing to pay

Base: Mobile owners – Italy 993


The time spent on using the tablets will bring about a reduction in the use not only of computers but also, albeit to a lesser degree, of smartphones.

Potential usage share flows for tablets – Italy

Tablet

4.4%

+7.0%+7.0%

+4.0 -0.3

Laptop

+2.4 -0.2

Desktop Computer

2.2%

+1.3 -0.2

Smart-phone

1.1%

+0.2 -0.1

Smart TV

0.0%

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Tablet Other devices’ current market share Projected market share


Laptop

3.7%

Tablet usage in Italy hinges very much around the Internet functions, although the various entertainment functions (photo, video, music, gaming) are also important.

Top 12 activities carried out on tablets

6959

Current

5444 48

3441 41

2432

21 19 21 1712

88

21

79

59

40 37 36 36

25 24 24 24 23 19Italy

Global

Access internet via

WiFiEmails

To browse the

internet

To take photos

To play games

To listen to music

To chat via IM

To watch TV/video

For social gaming

Assist in business

life

To help organise my life

To edit documents

Current ownership

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54

21

B1. Tablet ownership | B10. Tablet usage

Base: Tablet owners – Global 5413 | Italy 216


Consumers implement a high degree of selection of the large number of applications available: of the free apps, they only download the ones that interest them. If, after a few weeks, the apps are not found to be useful or entertaining, they are deleted.

Attitudes towards applications – Italy

Disagree Agree

53

51

43

50

70

I don’t like to download too many apps

– they clutter up my phone

I often download apps that I stop using

after a few weeks

I find that apps are better than mobile

websites for accessing the content that

I want

I am annoyed when apps don’t contain

all the features that I can access via a

website

I only download free apps

15

18

15

14

10

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70

72

22


I only download free apps

I delete apps if I find that they are not

useful or entertaining

10

10

Base: Application users 476

D18. Attitudes towards applications

Price perceptions on mobile data don’t decline as usage increases – some of the most negative perceptions occur in developed markets where mobile internet has saturated the market

80,0

90,0

100,0

% agreeing that mobile data is still too expensive

0,0

10,0

20,0

30,0

40,0

50,0

60,0

70,0

Egypt

Cam

ero

on

Senegal

India

Port

ugal

Pola

nd

Thailand

Ghana

Indonesia

Vie

tnam

Czech R

epublic

Turk

ey

Russia

Philip

pin

es

Kenya

Bra

zil

Arg

entina

Germ

any

Slo

vakia

Nig

eri

a

Mexic

o

New

Zeala

nd

South

Afr

ica

Neth

erl

ands

Canada

Taiw

an

Fra

nce

Italy

Japan

Fin

land

USA

Austr

alia

Chin

a

Spain

UK

UAE

Mala

ysia

Sw

eden

Norw

ay

Saudi Ara

bia

Hong K

ong

Sin

gapore

South

Kore

a

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Egypt

Cam

ero

on

Senegal

India

Port

ugal

Pola

nd

Thailand

Ghana

Indonesia

Vie

tnam

Czech R

epublic

Turk

ey

Russia

Philip

pin

es

Kenya

Bra

zil

Arg

entina

Germ

any

Slo

vakia

Nig

eri

a

Mexic

o

New

Zeala

nd

South

Afr

ica

Neth

erl

ands

Canada

Taiw

an

Fra

nce

Italy

Japan

Fin

land

USA

Austr

alia

Chin

a

Spain

UK

UAE

Mala

ysia

Sw

eden

Norw

ay

Saudi Ara

bia

Hong K

ong

Sin

gapore

South

Kore

a

Mobile internet penetration

C29. Attitudes towards mobile data

Base: Mobile users

10% 90%70%40%

Kick-off webinar

Half of the consumers use WiFi systems for accessing the Internet on the go, although time-wise it is accessed primarily via the mobile network.

Mobile

% of mobile users in Italy who access data via…

14 14 12 13 1116 12 14 12 9

18

Mobile network data WiFi at home WiFi in public

% data usage (in terms of share of time) in Italy via:

81

53

48

Mobile

network

data

WiFi at

home

WiFi in

public areas

5950 51 47

55

36

47 51 48

65

27

2736 37

4034

49

41 35 40

26

55

All

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All WiFiusers


C17a. Data package type | D1. Feature usage | D19. % split of mobile data usage

Base: C17a & D1: Mobile users – Italy 993

Base: D19: Mobile data or WiFi users - Global 21841| Europe 7274| Italy 883 | Male 456 | Female 427 | 16-21 106 | 22-30 155 | 31-40 218 | 41-50 231 | 51-60 173

Base: D19: All WiFi users - 595

3422 26 28 24

33 31 2922 20

However, consumers generally do not see the mobile as a replacement for in-store sales assistants – the two will need to supplement each other

I would prefer to access product

information and

Attitudes towards mobile in the path to purchase – Italy


3122

29 3324 30 30 36

24 24

3651

35 33 3825

36 32 36 42

22 24 22 20

Agree

Disagree

information and reviews on my phone than to

speak to a sales person in a store

I trust the information that I can access on my

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3645

31 2735

2633

25 3138

22 24 24 24

25


F7. Attitudes towards mobile’s role in the path to purchase

can access on my mobile phone

more than a sales person in a store

Base: Mobile users – Global 35286 | Europe 11095 | Italy 993 | Male 498 | Female 495 | 16-21 112 | 22-30 168 | 31-40 241 | 41-50 265 | 51-60 207

Mobile’s usage in the path to purchase is not the same across categories, and is very much aligned to how shoppers behave in individual markets

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Kick-off webinar

Research at home

Compare prices in store

Read reviews in store

Mobile is starting to be used in the path to purchase, above all in store and for personal electronics.

7

5

4

Activities in the mobile path to purchase by category – Italy

Food and beverage Personal hygiene Clothing and shoes Personal electronics

20

14

11

14

10

7

9

6

6

At home

In store

Read reviews in store

Check social media buzz about product

Scan barcode for more product info

Scan QR code for more product info

Redeem a mobile coupon

Receive a deal by interacting with an ad

Receive updates from places of interest near me

Take notes of product details in store

Access product info by touching phone against a sensor

Access a stored list of products previously browsed

Share photo or video of product with friends

4

5

4

4

5

3

6

5

3

3

4

3

11

11

7

7

5

8

9

12

8

8

8

5

7

7

5

5

7

7

9

9

6

6

10

6

6

6

3

5

6

5

6

6

5

5

4

3Mobile

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Scan barcode to pay for product

Scan QR code to pay for product

Pay for product by touching phone against a sensor

Purchase product online via mobile

27

3

3

3

3

F3a. Use of mobile in the path to purchase

Base: Mobile users – Italy 993


5

6

6

8

6

5

4

7

3

4

4

5

Mobile purchase

Key deliverables Timings

Global package (report + excel data)

Global report (approx 100 slides), global excel data set, global SPSS file, iClick online reporting tool, bespoke presentation created to your needs, 5 hrs analysis.

April 2013

Deliverables and timings

reporting tool, bespoke presentation created to your needs, 5 hrs analysis.

Focus reports*

Reports approximately 30 slides in length, investigating specific topics of interest within the mobile space. Drawing from not only Mobile Life 2013 data but also local knowledge and secondary information, the focus reports aim to give a deep insight into current, key mobile topics.

May 2013

Local packages (report + excel data)Reports approximately 100 slides in length, investigating topic areas covered in questionnaire.

May 2013

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Info Explorer (online interactive reporting tool)**An online tool that allows filters and cuts of data to produce tables and basic charts that can then be included in reporting.

May 2013

* Focus Report refers to “Data and Devices”-“Mobile Finance”

** Desktop Explorer or Pulsar or SPSS could be quoted on demand

tns mobile life 2013 - strategie mobile per la crescita del business

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